However much you’re marketing spend is this year, be sure to leave plenty of budget for video.
According to some recent stats from the US, marketers who use video grow revenue 49% faster than non-video users. And 45% of people watch more than an hour of Facebook or YouTube videos a week. But is your brand getting in on the action?
We hear lots of talk these days about the power of brand storytelling and one key difference between successful brands with legions of loyal customers and a brand that’s simply likeable, is their ability to tell stories, resonate with prospective customers and build a fan base.
So what better way to tell your brand story than with a visual medium like video?
In today’s digital age, people are constantly scanning their screens and aiming for a quick fix when it comes to absorbing content.
Words can sometimes get lost, so employing a visual format in a cluttered online arena can only work in your favour – there’s an army of users ready to watch and listen. Did you know that video on a landing page can increase conversions by 80% or more?
People are also absorbing more and more content on the move and over half of video content is viewed on mobile. Thanks to the huge growth and popularity of social media and YouTube, 92% of mobile video viewers are then sharing these videos with others.
Reveal your brand values.
In the digital age it’s easy to lose sight of brand values and bombard your target audience with ads and calls to action – but what about revealing the heart and soul of your brand? The more you can create emotive, relevant, visual content, the more chance you have of connecting with your target audience.
Google did this brilliantly back in 2013. Their Google Search video tells the story of a man in Delhi talking to his granddaughter about a childhood friend who he hasn’t seen since India and Pakistan became separate countries in 1947.
The two friends were forced to separate, but the man’s granddaughter arranges for them to meet again.
The film is emotional and impactful and enables the viewer to experience a range of emotions as they follow the story. The aim is to create an inspirational tale and a picture of a lifestyle that people can aspire to.
How can your products and services actually enhance people’s lives? By understanding this you can gain valuable insight into their needs and desires, which can be massively important for other aspects of your ongoing marketing strategy.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.
